Stat: US Gen Z are the most likely to hide their voting choices

US – An October 2024 Axios Vibes survey by The Harris Poll reveals that nearly half of Gen Z voters (48%) in the US have lied about their voting preferences to close friends or family, reflecting an era of heightened political sensitivity. Millennials (38%), Gen Xers (17%) and Boomers and older (6%) also admit to lying. This trend isn’t an isolated one; about 23% of US voters across generations have also admitted to misleading others about their choices. 

John Gerzema, CEO of The Harris Poll, told Axios he has noticed a shift towards new privacy, where many, especially young people, avoid discussing their votes to avoid potential conflict. He describes this as ‘a new social etiquette’ in which staying neutral resembles being ‘like Switzerland’. 

This study shows this trend is particularly prominent among younger generations, who often prioritise personal and workplace harmony, even at the cost of truth in political conversations.

The research finds that younger opinionated Americans born with smartphones are likely to be more conflict-averse in real-life political interactions and daily settings such as work. It also indicates that over 58% of voters see their vote as private, a mindset increasingly relevant in today’s polarised political climate.

For more insights on young consumer behaviour, head to our Gen Z Now and Next: From Vision to Contradiction macrotrend report.